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October is Breast Cancer Awareness Month — How the Automotive Industry is Contributing

Tuesday, 04 October 2011 06:00Written by TrueCar

Even though one in every eight women in the United States will be diagnosed with breast cancer during their lifetime, breast cancer is more than a disease and more than a statistic. A diagnosis of breast cancer affects more than just the women with the disease, it affects their families and everyone around them. As part of Breast Cancer Awareness month, TrueCar is taking the opportunity to share how three automotive manufacturers -- Chevrolet, Fiat, and Ford -- are working to raise awareness of breast cancer.

And remember, even though breast cancer occurs primarily in women, men can also develop the disease. Although men have less breast tissue than women, they do have breast cells that can experience cancerous changes. According to www.nbcam.org, men account for less than 1 percent of all cases of breast cancer; while that seems a small percentage, it could add up to more than 2100 diagnoses and 450 male deaths from the disease in 2011.

As Chevrolet celebrates the countdown to its 100th birthday on November 3rd, the brand is partnering with the American Cancer Society, the Official Sponsor of Birthdays, to help in the fight against breast cancer. As part of Chevy’s partnership with the American Cancer Society, the brand is encouraging its dealers, employees, customers, and fans to help save lives by participating in one of the hundreds of Making Strides Against Breast Cancer walks being held across the United States. The walks are family friendly events that honor breast cancer survivors, raise awareness about the disease, and help save lives by raising money. Since 1993, nearly 7 million people have participated in a Making Strides Against Breast Cancer walk, raising more than $400 million.

During National Breast Cancer Awareness Month in October, Chevrolet Certified Service will offer customers the opportunity to waive their eligibility for select oil change and brake pad service rebates of $5, $10 and $25. Chevrolet will contribute the money from the waived rebates to the American Cancer Society.

Starting on October 1st, Chevrolet and General Motors will recognize National Breast Cancer Awareness Month from the top of its Renaissance Center headquarters in Detroit, Michigan, by featuring a pink ribbon and turning pink the LED sign at the top of the building.

In September, Chevrolet contributed nearly $30,000 to the American Cancer Society based on a pledge of $200 per lap run under a caution flag at NASCAR Sprint Cup Series races in Atlanta, Georgia, and Richmond, Virginia. A specially painted pink Chevrolet Camaro SS paced both races.

Fiat Project Pink Ribbon

The Fiat Brand has teamed up with The Breast Cancer Research Foundation in a collaboration of progressive philanthropy and iconic style that has resulted in the design of 250 Limited Edition 2012 Fiat 500 Pink Ribbon models. The Pink Ribbon 500 is available for purchase during October 2011 as part of Breast Cancer Awareness Month activities. With each model sold, Fiat will donate $1,000 to The Breast Cancer Research Foundation with a minimum of $50,000 contribution--though if they sell all 250, the potential donation could be as high as $250,000. BCRF is dedicated to preventing breast cancer and finding a cure in our lifetime by funding clinical and translational research worldwide. The Fiat 500 Pink Ribbon edition provides breast cancer awareness advocates an opportunity to literally drive consciousness forward, in fun Fiat style.

Starting at $22,000 -- slightly more expensive than the highly stylized 2012 Fiat 500 Lounge model that it's built from -- the 2012 Fiat 500 Pink Ribbon limited-edition is available in a choice of Argento (silver) or Bianco (white) exterior paint colors, each featuring a signature dark pink body side stripe with “500” logo and an accenting “ribbon” in light pink. It's powered by the same 101/horsepower 1.4-liter 16-valve MultiAir engine found in the standard 2012 Fiat 500 Lounge model; six-speed automatic transmission is standard.

The interior of the Fiat 500 Pink Ribbon adds to the 500 Lounge model’s already stylish interior with unique pink accents contrasting the Nero (black) interior. Highlighting this limited-edition model are Nero leather front and rear seats with pink accent stitching on the perimeter and signature “500” logo embroidered on the front seatbacks and a pink ribbon embroidered on the floor mats. For added detail, pink accents are hand-stitched through the Nero leather steering wheel and provide additional contrast in front of the body-color instrument panel bezel. A pair of uniquely designed Fiat 500 Pink Ribbon key fobs provide drivers with a personal reminder of the Fiat Brand and BCRF’s partnership to find a cure.

Fiat has also created a selection of Pink Ribbon merchandise (coming soon) that includes apparel and accessories intended to help the Fiat driver show their support of Breast Cancer Awareness.

Ford Raises Awareness through its Warriors in Pink Program and with Lifetime Television Original Movie "Five"

Ford is proud of its 17-year National Sponsorship of the Susan G. Komen Race for the Cure series. To date, Ford has dedicated more than $110 million to the cause. Their commitment goes beyond raising awareness during the month of October, as its Warriors in Pink campaign is active year-round to do more than just raise funds. Ford Warriors in Pink apparel and accessories are created for women, men and children and feature important symbols signifying the message of hope, strength and unity in the fight against breast cancer. Ford emphasizes the importance of awareness and early detection and works in a variety of ways to increase breast cancer awareness-- creating more than a billion media impressions toward the cause last year alone.

Historically, Warriors in Pink has partnered with a variety of powerful women celebrities, including Melissa Etheridge, Kelly Clarkson, and Martha Stewart. This year, Ford is collaborating with Lifetime television to present an original television movie directed by Jennifer Aniston, Alicia Keys, Demi Moore, Patty Jenkins, and Penelope Spheeris. Premiering on Monday, October 10, 2011, “Five” is a compilation of five short films that explore the impact of breast cancer on five very different women. Through an interconnected story arc, the films use humor and drama to focus on these women and their lives at different stages of their diagnoses. The stories look at the effect the disease has on relationships and the way the women perceive themselves while searching for strength, comfort, medical breakthroughs, and ultimately a cure. In addition to the in-movie integration, the Warriors in Pink campaign will be featured in a short segment at the conclusion of the film that includes exclusive footage from the movie.

As part of Breast Cancer Awareness month and in conjunction with its collaboration with Lifetime Television network, Ford is giving away a customized Warriors in Pink Edition 2012 Ford Focus Grand Prize and weekly apparel prizes in a promotional "Focus on Five" sweepstakes around the movie "Five." Entries are being accepted until November 15th, 2011.

Ford will also offer an exclusive T-shirt designed by Aniston, with an illustration relating to the movie on the front and Warriors in Pink symbols on the back, at www.fordcares.com. As with all Warriors in Pink items sold on www.fordcares.com, 100 percent of the proceeds from the shirts purchased go to Susan G. Komen for the Cure.

Ford also encourages its employees to participate in Breast Cancer Awareness. For the past several years, the company has turned its headquarters building from blue to pink at the beginning of October to honor those whose lives have been touched by breast cancer. To date, more than 75,000 Ford employees have participated in annual Race for the Cure events and thousands of Ford's dealers support the Race in their areas.